Thorne

Thorne is a 40-year-old supplement brand for a reason—doing things the right way, consistently, for decades. Clinically validated formulas. Products recommended by healthcare professionals and trusted by serious athletes. In the supplement world, if you knew, you knew.

But when the wellness category exploded, it was with loud claims, big promises, and huge new consumer expectations. Thorne was actively setting standards for quality and rigor that the category couldn’t meet. But in a category where attention is currency, being the best-kept secret wasn’t enough to meet the moment. Thorne wanted to know why those in the know chose them—and needed to understand how their ultra rigorous standards and high quality products would cut through the explosion of newcomers and options. In short—what could only Thorne claim as their ‘why’?

The U.S. supplement market hit nearly $70 billion in 2024. Millions of people flooding the category, genuinely invested in their health—and Thorne, with 40 years of clinical rigor and third-party validation, was exactly what they were looking for. But navigating the category was proving more difficult than that.

The more we dug in, the clearer the problem became. People were drowning in the category with every new door they opened. New brands, new ingredients, new experts—the deeper you go, the more confusing your choices become. An amazing consumer behavior—caring more, looking harder—was turning into a barrier. This audience isn’t overwhelmed because they're passive. They’re overwhelmed because they’re curious, and the category was punishing them for it.

That realization became our mission, and we built Thorne’s entire brand platform around rewarding exactly that curiosity: the target audience’s rigor, their questions, their refusal to settle mirroring Thorne’s own. For this audience, we’d make sure Thorne’s 40 years of clinical validation and third-party testing would feel like a revelation, and the brand an invitation to ask anything. We gave Thorne the positioning, voice, and campaign foundation to become the obvious answer.

Thorne launched a campaign directly rooted in our strategy. First, reflecting to the audience that Thorne knows who they are and understands what drives them, and then meeting that curiosity with the clinical proof they crave. The work rolled out across their homepage, digital channels, and all marketing touch points. Leading with this renewed positioning furthered Thorne’s incredible growth trajectory, outpacing clinical and DTC peers, driving strong branded search growth, and building the kind of cultural momentum that turns a trusted brand into an increasingly sought-out one. As of August 4, 2026, L Catterton announced a sale of Thorne to Procter & Gamble for $3.8B.

Thorne’s creative is live and landing differently than before—campaigns lead with human insight rather than product claims, and partnerships reflect their cultural ambition. They’ve entered women's sports with an UNRIVALED sponsorship and furthered deals with US National teams. In categories they’ve owned for decades—hormonal health, longevity, performance—the brand is showing up with more conviction, more cultural relevance, and a clearer point of view. The platform is actively shaping how Thorne speaks, partners, and grows.